Frank Boulben has really been changing up BlackBerry’s marketing strategy including changing the name of the company. One of the headlining changes was appointing Alicia Keys as Global Creative Director for BlackBerry as an in house role instead of a regular celebrity endorsement. People easily see through celebrity endorsements so its nice to see that Boulben has something else in mind. He gave MarketingWeek a nice Q&A session about Alicia Keys and her new role at BlackBerry. He talks about how Keys is working at BlackBerry as an official member of the BlackBerry team and not just a pretty face. Check it out here.